Targeting Multiple Media Platforms for PR Success

As a public relations practitioner with an interest in social media, I am always eager to read about the many ways these fields can interact with each other.

That is why I was pleased to read this Mashable article by Heather Whaling, “How to Take Your PR Pitches to the Next Level.”

While technically accurate, the title of the article does not quite do justice to the topic, because the article is really an excellent guide for media relations practitioners looking to use social media to sharpen the effectiveness of their pitches, and to widen the base of communicators that may be open to those pitches.

Based on my experiences working with local news media, the first suggestion makes the most sense: incorporate new platforms. Every local reporter I know is cross-platforming: the newspaper writer who also blogs, Tweets, and produces short videos; the television reporter who rewrites copy for the print-style version of their story on their channel’s website; the radio reporter who Tweets and posts audio podcasts of their news stories online.

Anytime my team can produce high-quality content that fits with a story these journalists are working on, in such a way that our content can be repackaged and featured on their website, I consider that a mutually productive, two-way communication outcome.